Mobile Analytics Launch for Adobe

Adobe has added a mobile module to its analytics suite the Adobe Marketing Cloud, offering clients better understanding of how users engage with mobile apps.

The release includes a new user interface for mobile teams, app experience targeting based on GPS location, and audience testing to deliver optimized experiences, and is fully integrated with Adobe Analytics and Adobe Target. The software giant says additional support for solutions providing mobile capabilities including Adobe Campaign and Adobe Experience Manager is expected in 2014.

Adobe says the product allows marketers to manage, optimize and better monetize their apps, tailoring their content to users according to time, location and activity; uses an intuitive user interface; and can be 'up and running in minutes'.

Key features also include GPS-based location targeting; app analytics including KPIs and data visualizations on how apps are being used; and 'easily managed' opt-in and opt-out functionality to enable compliance with data collection and privacy laws for specific countries. The launch boasts broad platform support across iOS, Android, Windows Phone 8, BlackBerry 10, Windows 8 and Mac OS X as well as hybrid apps created with Adobe PhoneGap and HTML5.

John Mellor (pictured), VP Business Development and Strategy, Adobe Marketing Cloud, comments: 'Marketers today must think 'mobile first' as they strategize how best to reach their customers... Adobe Mobile services extends digital marketing into the app universe to help companies deliver and better monetize personalized experiences in this unique environment.'

Web site: www.adobe.com .